That's how they keep the 'name' that much more precious compared to other jewellery. I mean, u can probably go to a regular jewellery store and get white gold of let's say a ring for the price of Tiffany & Co's silver ring...
But hey, the price of Tiffany's stuff almost never depreciate....

u buy tiffany for the box! only the girls recognize the styles. i try hard but i can never remember all the names. even the sales guys get it wrong sometimes. so yeah, while most peeps don't recognize the style, they all know the box.